Cuba's Tourism: A Resilient Sector Battling Adversity and Looking Ahead

In the face of a devastating economic crisis exacerbated by the coronavirus pandemic and US travel restrictions, Cuba’s tourism sector is determined to rebound. Once thriving, with visitor numbers peaking at nearly five million in 2018, the industry has faced a significant downturn. Tourism remains crucial for foreign currency earnings, particularly as Cuba’s traditional industries – sugar, tobacco, and nickel – struggle. The Cuban tourism minister, Juan Carlos García Granda, insists that despite the challenges, tourism is “alive and kicking.” He attributes the sector’s struggles to aggressive measures taken against Cuba by the past Trump administration, aimed specifically at undercutting tourist arrivals, including travel restrictions for US cruise ships.

García Granda identifies the blockade as a primary obstacle, citing the policies that have led to less US tourist traffic, which significantly impacts overall tourism figures. He also notes that recent political developments, like Biden’s brief removal of Cuba from the State Sponsors of Terrorism list, were quickly undermined when it was reinstated, complicating travel for British and European tourists who must navigate longer visa processes.

Amidst this complex backdrop, Cuba has made substantial investments in the tourism sector, including the construction of high-end hotels in Havana and Varadero, with the latest being the Torre K, Cuba’s tallest building. While some see these developments as symbols of excess, particularly against the backdrop of nationwide blackouts and economic hardship, García Granda defends the investments, arguing they provide jobs and attract international partners.

Critics argue that the funds might be better spent on Cuba’s crumbling energy infrastructure, provoking debate over government priorities. Nevertheless, the minister maintains that he sees positive signs of recovery, pointing to an increase in UK visitors. He is resolute, affirming that the government is committed to revitalizing Cuba’s tourism, asserting confidently, “We are going to fill the hotels.” The resilience of Cuba’s tourism sector illustrates the struggle, hope, and complexity facing the island nation in its path towards economic recovery.